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Slide 4 of 25 -- Scroll down for more text
Geoffrey Moore wrote an insightful book about the diffusion of technology. The basic message is this: as a technology matures, it gets marketed to a broader population. The broader the market, the greater the expectation that the bugs have been worked out, that the product is safe, and that the product is reasonably easy to use. If you sell to the mass market and break these expectations, you create a lot of unhappy customers.
Dealing with these unhappy customers costs a lot of money. Customers call for support and expect publishers to spend real time helping them. They bring legal actions, such as suing or complaining to law enforcement agencies. And they look for alternative products and manufacturers. UCITA helps software publishers escape these costs without improving their products.
Created before October 2004
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